Newly released Freedom of Information records from the Northern Territory government in 1994 shed light on their strategy to leverage growing cultural tourism.
NT cabinet records from 1994 have been released to the public for the first time under Freedom of Information laws.It was the year of Pulp Fiction, miniskirts and Mariah Carey dominating the charts, but in Australia, 1994 saw the distinctive landscapes of Central Australia take centre stage on screens nation-wide.
Thirty years on, confidential Northern Territory cabinet records released to the public have revealed the then-Country Liberal Party (CLP) government's plan to capitalise on the booming cultural tourism industry to draw more people to the territory. Archived records are required to be released under Northern Territory Freedom of Information laws no more than 30 years after they were created. Other issues at the forefront of the then-government's agenda, the documents show, included women's rights and boosting Indigenous employment.In what would become one of the most iconic marketing campaigns in NT history, in 1994 the now defunct airline Ansett Airways released a series of advertisements starring famous TV personality Daryl Somers. In the ads, Somers is seen visiting several territory attractions including Kings Canyon, the Devils Marbles and Uluru, before delivering what would become an NT tourism catchcry: 'You'll never never know if you never never go!'The CLP government of 1994, led by then-chief minister Marshall Perron, rode the wave of enthusiasm for outback tourism by endorsing a five-year Territory Tourism Master Plan focused on capitalising on the NT's natural assets and rich cultural heritage. According to the plan, the NT was bucking domestic tourism trends at the time, recording 17 per cent growth in visitation in 1993. Almost 920,000 people visited the NT that year, with interstate tourists accounting for roughly half of that number. According to the report, most international visitors travelled from the United Kingdom, with Japan and Asia predicted to become the biggest growth market
TOURISM NORTHERN TERRITORY GOVERNMENT HISTORY FREEDOM OF INFORMATION
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